#1: Dr. Levitt’s theory of globalization vs. Douglas and Wind’s idiosyncratic theory

Dr. Levitt suggests that the world is becoming a single, homogeneous market. Levitt stipulates that global corporations now operate “as if the entire world were a single entity” Levitt, p.13). In this market, all consumer needs and desires have boiled down to a basic want for products and services of the best quality and reliability, at the lowest price (Levitt, p.14). Technology is the catalyst for the development of this global market. Cross-cultural communication has allowed citizens from every country to view products and services offered in other areas, and, in turn, have developed applications for similar products. Levitt goes on to state, “the strategy of standardization not only responds to worldwide homogenized markets bot also expands those markets with aggressive low pricing” (Levitt, p. 16).

The market differences presented by Douglas and wind are centered on the uncontrollable elements of international marketing (Cateora, p.11). Douglas and Wind discuss the importance of taking into consideration customer behavior, local competition, political and economic environments, as well as the overall marketing infrastructure of each individual country (Douglas and Winds, p.25). The authors agree that, in limited circumstances, global standardization may be appropriate. Products such as luxury items and industrial goods targeting well-to-do individuals are apt to be successful using a homogeneous approach (Douglas and Winds, p. 26). However, even in these circumstances, there is a high likelihood that some form of adaptation will be required in one are of the marketing mix.

Consider Coca-Cola as an example. The company uses the same formula in all markets across the globe. This shows that Levitt is correct in stating consumer’s interests and tastes are